Question: Other than hindsight, how does someone know when itâ€™s time to quit?
Answer: Itâ€™s time to quit when you secretly realize youâ€™ve been settling for mediocrity all along. Itâ€™s time to quit when the things youâ€™re measuring arenâ€™t improving, and you canâ€™t find anything better to measure.
Smart quitters understand the idea of opportunity cost. The work youâ€™re doing on project X right now is keeping you from pushing through the Dip on project Y. If you fire your worst clients, if you quit your deadest tactics, if you stop working with the people who return the least, then you free up an astounding number of resources. Direct those resources at a Dip worth conquering and your odds of success go way up.
Whatâ€™s the worst time to quit? When the pain is the greatest. Decisions made during great pain are rarely good decisions.